Graphic and Multimedia Software:

Engineers, architects and graphic artists use sophisticated software to develop complex graphics and multimedia applications.
Some graphic and multimedia software applications are as follows:
1. Computer-Aided Design:
Computer-aided design (CAD) software is used to create engineering, architectural and scientific designs. Engineers use CAD software to create designs for airplanes and security systems. Architects use them to design building structures and floor plans. Scientists use them to design drawings of molecular structure. Three- dimensional CAD software can display an object from different angles. The scaled-down product of CAD software is designed for home user. Some examples of CAD software are Microsoft Video Professional, Auto-desk Auto Cad and Chief Architect.

2. Desktop Publishing Software:
Desktop publishing software (DTP) software is used to create professional and high-quality documents with text, graphics and colors such as textbooks, newsletters and catalogs. Some examples of desktop publishing software are Adobe In-design and Adobe Page-Maker.

3. Paint / Image Editing Software:
Paint / Image editing software is used to create and modify graphic images.Paint software is also called illustrator software.Many professionals like graphics artists use it to draw pictures, shapes and graphical images with different tools. Image editing software is used to modify the existing image. For example, you can change the image color and apply special effects. Some examples of image editing software are Adobe Photoshop and CorelDraw.

4.Video and Audio Editing Software:
Video editing software is used to modify video clips. For example, you can change the length of video clip or add special effects. Audio editing software is used to modify audio clips. It can produce quality audio tracks. It includes the filters to enhance audio quality. The filter removes distracting background noise and improves the quality of the audio.Some examples of video and audio editing software are Premiere Pro, Audition and Sound-booth.

5. Multimedia Authoring Software:
Multimedia authoring software is also called author-ware. It is used to combine text, graphics, audio, video and animation into an interactive presentation. The presentation created with author ware can be used on the Web or computer. It can be used to teach the students. Some examples of multimedia authoring software are Go Course and Director.


6.Web Page Authoring Software:
Web page authoring software is used to create professional web pages.The web pages may include text, images, video, audio, animation etc.Some application software such as MS Word and MS PowerPoint also provide the facility to save a document as web page.Some examples of web page authoring software are Dream Weaver, Fire Works and Flash.

Business Software:

Business software is an application software that helps people to perform business activities effectively and efficiently. Different types of business software are as follows:

1. Word Processing Software
2. Spreadsheet Software
3. Presentation Software
4. Database Software
5. Personal Information Managers
6. Software Suite
7. Project Management Software
8. Accounting software

1.Word Processing Software:

Word process software is the most widely used type of application software. It is also called word processor. It is used to create, edit and format documents such as letters, reports and resumes etc. Word processing is used by business organizations, government agencies and individuals for creating different types of documents. Some examples of word processing software are Microsoft Word, Pages and Word Perfect.

Features of Word Processing Software:

Some Important features of word processing software are as follows:

  

Word Wrap:  The user processor automatically moves to the next line when the user one line is filled with text. It adjusts the text if the margins are changed.

Formatting:  Word processing software provides a wide range of formatting facilities. The user can change the color,background color, size and style of text. The formatting can be applied on characters, paragraphs or whole pages.

Printing:  Word processing software provides printing facility. The user can print documents to get a hard copy. The user can print the whole document or any range of pages.

Find and Replace:  The find feature is used to find a certain character, word or phrase in the document. The Replace feature is used to find a certain character, word or phrase in the document replace it with another. 

Spelling and Grammar:  Spelling and Grammar features is used to detect and correct the spelling and grammatical mistakes in the documents.

Auto Correct:  Word processing software automatically corrects many commonly misspelled words and capitalization errors with Auto Correct feature.

Thesaurus:  This feature provides the synonyms for a word in the document. A word with same meaning is known as synonym. 

Tables: Word processing software provides the facility of tables to organize data. Table is a collection of rows and columns.The user can easily add rows and columns from a table without disturbing data. 

Column: Word processing software allows dividing the page in the form of columns. The user can use any number of columns in the document. A page with columns looks like text in a newspaper or magazine. 

Header and Footer: Word processing software provides the facility to insert headers and footers in a document.Header is the text that appears at the top of each page. Footer is the text that appears at the bottom of each page. Page numbers, company names or dates are normally used in headers and footers.

Auto Text: Word processing software provided the feature to store text permanently for using repeatedly in documents.

Template: A template is a preformatted document that serves as a model to create new documents. It is used to create professional letters, memos and reports easily.

Mail merge: Mail merge is a process of combining a form letter with the contents of database. It is usually a name and address list. The mail merge feature make it easy to send the same letter to a list of different people with the correct name and address printed on each letter.

Voice Recognition: Some latest word processing software provides voice recognition facility. The user speaks into the microphone and the words are written in the document. It can also recognize different commands.

Uses of Word Processing Software for Office Work:

Word processing software can be used to manage office work in the following ways:

• Preparing Letters
• Preparing Applications
• Preparing Notices
• Preparing Faxes 
• Preparing Memorandums
• Preparing Legal Pleadings
• Preparing Meeting Agendas
• Preparing Calendar
• Preparing Resumes
• Preparing Reports 

2. Spreadsheet Software:

Spreadsheet software is a widely used application software fore calculations. Millions of people use spreadsheet software to perform different tasks more quickly and accurately. It provides worksheets to enter data. A worksheet is a collection of rows and columns. It allows the user to make different calculations using formulas and built- in functions. Spreadsheet software also provides the facility to display data graphically using charts. Some examples of spreadsheet software are Microsoft Excel, Numbers and Quattro Pro.

Application Of spreadsheet:

Some important applications of spreadsheet software are as follows;

• It can be used by corporations to track profit and losses
• Economists can generate growth graphs of country's economy
• Statisticians can calculate probability of crashing the market
• Women can manage their household budgets.

Features Of Spreadsheet Software

• Calculation
• Recalculation
• Chart
• Auto Fill
• Sorting
• Filter
• Auditing
• Printing
• Auto Complete

3.Presentation Software:

Presentation software is a type of application software that uses graphics, animation, sound and data or information to make visual presentation. These presentations can be used directly on the computer screen. The presentations can also be viewed as slides on a large monitor or projection screen. The user can also print them for different uses.Some examples of presentation software are MS PowerPoint, Keynote and presentations.

                              

                                                    

Features Of Presentation Software

• Formatting 
• Printing
• Predefined Formats
• Slide Layout
• Audio and Video
• Auto Shapes 
• Clipart gallery 
• Spelling and Grammar 
• Animation
• Slide Transition
• Slide Timing
• Speaker Notes

4. Database Software:

A database is a collection of organized data. The data in a database can be accessed, retrieved and used easily.Database software is application software that is used to create, access and manage a database. It is also known as database management system. The user can use it to add, change and delete data in a database. It can also be used to create forms and reports using the data in the database. Some examples of database software are Microsoft Access, MySQL and Oracle.

5. Personal Information Managers:

Personal information manager (PIM) is a software application installed on PDAs and smartphones. It includes an appointment calendar, address book, notepad and other features to organize appointments and tasks etc. PIMs can manage different types of information, such as telephone messages, notes, reminders, address lists and important appointments. An appointment calendar is used to schedule activities for a particular day and time. An address book can be used to enter and maintain names, addresses and phone numbers of other people. A notepad can be used to record ideas, reminders and other important information.

6. Software Suite:

A set of application software available as a single package is called software suite. When the software suite is installed, all application software in the suite are installed. Normally, a software suite consists of word processing, spreadsheet, database and presentation graphics. Most widely used software suites are Microsoft Office and Lotus Smart Suite. Purchasing a software suite is comparatively less expensive than purchasing each application separately. It is also easier to use because all applications in the suite usually use similar interface.

7. Project Management Software:
Project management software is used to plan, schedule, track and analyze the events, resources and costs of a project. This software is used by different types of people to manage and complete the projects within time. For example, a software developer can use it to develop the software within the specified time. A construction manager can use it to manage the schedule of the construction. Some examples of  project management software are Project Manager, Primavera SureTrak and Project.

8. Accounting Software:  
Accounting software is used to store and report financial transaction of companies. It is used to generate general ledger, accounts receivable, accounts payable, purchasing, invoicing, job costing and payroll functions. Accounting software is also used to write and print checks, update and reconcile balances on demand etc. Latest accounting packages also provide online deposit and payroll services. This facility allows companies to deposit paychecks directly into accounts of their employees. Many accounting applications provide many complex facilities such as multiple company reporting, foreign currency reporting and forecasting the amount of raw material needed for products. Some examples of accounting software are Peachtree, Accounting and QuickBooks.

Application Software

Application software is used to perform various applications on the computer. It helps a computer user to perform specific tasks. People use different types of application software according to their needs.

Forms Of Application Software:

Application software is available in the following forms:

1. Packaged Software:

Packaged software is a copyrighted available for different types of users. It is not developed for a particular user or organization. Examples of packaged software are word processing and spreadsheet software. Many packaged software are also available on the Web.
2.Custom Software:  
Custom software is designed for a particular customer or organization. It is developed to meet the exact requirements of a particular customer or organization. The cost of customized software is most than packaged software. A software that is developed for a particular university is an example of customized software. The software can be developed by single programmer or a team of programmers.
3. Shareware:
Shareware is a copyrighted software that is available free of cost for a limited time period. The user can use shareware for a certain time period. The user has to purchase it if he wants to use it further. The shareware software should be uninstalled or removed from the computer if the user does not want to use it any more. Normally, shareware software stops working properly when the time period is expired. It displays a message to the user to purchase it. Shareware is a version of software that is used by the users for evaluation purpose. Software developers provide shareware software to the users to check and evaluate its performance.A large number of shareware software are available on internet.The users can download and use these software for evaluation.
4.Freeware:
 Freeware is copyrighted software that is available free of cost for unlimited time period. Demo disks often come under this category. Many software programs are produced for educational purpose. these programs are available free of cost to all
5.Public Domain Software:
Public domain software is also free software.It is basically donated for public use. It has no copyright. Any person can use or distribute public domain software.
 6.Open Software:
Open source software is provided for use, modification and redistribution. Anyone can modify the instructions of software and redistribute it.Open source software usually can be downloaded from the internet.

Characteristics Of Computer

What is Computer:

 Computer is an electronic machine used to solve different problems according to a set of instructions given to it. A computer can accept data,process data into useful information and store it for later use. The word computer is derived from compute that means to calculate. Computer can be used as a calculating machine to produce results at a very high speed. People use computers to solve different problems quickly and easily.

 Characteristics of Computer

 The important characteristics of a computer are as follows:

1. Speed
2. Reliability
3. Accuracy
4. Storage
5. Versatility
6. Consistency
7. Communication
8. Recalling
9. Control Sequence
10. Cost Reductions.

 1. Speed:

Computer processes data at a very high speed. It is much faster than human beings. A computer can perform billions of calculations in a second. Computer speed is measured in Mega Hertz (MHz) or  Giga Hertz (GHz). For example, the process of multiplying 750 and 927 can take one or two minutes if it is performed by human beings. However, a computer can perform millions of such calculations within a second.

2. Reliability:

 Computer is very reliable. The electronic components in modern computer rarely break or fail.

3.Accuracy:

Accuracy means that the computer provides results without any errors.Computer can process large amounts of data and produce results accurately. The result can be wrong only if the data given to the computer is not correct. Suppose the average marks of a class are required. There can be a chance of mistake in the result if it is performed by human beings. However, a computer can produce this result very accurately and quickly.

4.Storage:

Computer can store a large amount of data permanently.People can use this data at any time. The user can store any type of data in the computer. The storage capacity of computer is increasing rapidly. A computer can store thousands of books easily.

5.Versatility:

Computer is a versatile machine. It can perform different types of tasks. That is why it is being used in every field of life. Computer is used in hospital, bank, office and at home. A user can play games, listen to music, watch movies and use the Internet using a computer.

6. Consistency:

Computer works in a consistent way. It does not lose concentration due to heavy work. It does not become tired or bored. Computer performs all jobs with equal attention.
7. Communication:

Most computers today have the capability of communicating with other computers. We can connect two or more computers by a communication device such as modem. These computers can share data, instruction, and information. The connected computers are called network. We can communicate with other people in the world using network like Internet.

8. Recalling

A computer can recall the stored data and information as and when required. The data stored in the computer can be used at later time. The computer can recall the required data in a few seconds.

9. Control Sequence:

A computer works strictly according to the given instructions. It follows the same sequence of execution that is given in a program.

10.Cost Reductions:

We can perform a difficult task in less time and less cost.For example, we may have to hire many people to handle an office.The same work can be performed by a single person with the help of computer. It reduces the cost.

Market Research

                                                                                         

A business needs to find out how many people would want to buy the product it is offering for sale.If there is not a very big market for the product, a great deal of money could be wasted producing goods than not many people will buy .It could even cause the business to go bankrupt .Therefore, it is very important that market research is carried out accurately. Market research is used to try to find out the answers to these questions.

• What feature of my product do people like or dislike?
• Would they be willing to buy my product?
• What price would they be prepared to pay? 
• Where would they be most likely to buy my product? 
• What type of promotion would be effective with these types of customers?
• What is the competition like?

If you are going to undertake coursework then you will also need to carry out your own research  using some of the methods outlined in this unit.

Types Of  Information:

 Market research can find out:

• Quantitative Information: which answers questions about the quantity of something, for example, how many sports shoes were sold in the month of  December ? Or what percentage of children drinks a certain sort of cola?
• Qualitative information, which answers questions where an opinion or judgment is necessary, for example, what do customers like about a particular product? Or why do more women than men buy the company's products ?                                                                                                             Both types of information can be gathered as a result:

• Primary Research or field research.
• Secondary Research or desk research.

Primary Research:

Primary Research, or field research, is the collection and collation of original data.It involves direct contact with potential or existing customers.The research will usually have been planned and carried out by the people who want to use the data: it is firsthand.It can be an expensive way to gather information and will usually be for a specific purpose, for example to test the market to see if a new product would be likely to succeed. There are various types of primary research method:

• Questionnaires: Postal, face to face or by telephone.
• Interviews individual face to face or by telephone group interview.
• Consumers Panels
• Observation recording, watching or audits.
• Experiments.

Method Of Primary Research:

Questionnaires from the basis of most primary research.Questionnaires may be conducted face to face. Deciding what questions to ask is difficult if you are to be sure of getting accurate results. Some questions may not be very clear: some questions may lead the respondents to answer in a certain way which may not be what they really think.The researcher also needs to decide who to ask.

Advantages Of Questionnaires: 

• Detailed qualitative information can be gathered about the product or service.
• Customer' opinions about the product or service can be obtained.

Disadvantages Of  Questionnaires:

• If questions are not well thought out, the answers to them will not be very accurate. It may be very misleading for the business if it is though that a product is liked by consumers, when in fact the respondents were only saying they thought the product was quite attractive but they would not actually buy it.
• Carrying out questionnaires can take a lot of time and money. 

Interview

When interviews are used, the interviewers (the person asking the questions) will have ready prepared questions for the interviewee (the person answering the questions)

Advantages Of Interviews:

• The interviewer is able to explain any questions that the interviewer does not understand.
• Detailed information about what the interviewees like and dislike about the product can be gathered. 

Disadvantages Of Interviews:

• The interviewer could lead the interviewee into answering in a certain way; this could be done consciously or unconsciously, resulting in inaccurate results due to interviewer bias.
•  Interviews are very time consuming to carry out and, therefore,they are often an expensive way of gathering information.

Consumer Panels:

This is where groups of people agree to provide information about a specific product or general spending patterns over a period of time. Panels may also test new products and then discuss what they think of the product, explaining what they like about it.

Advantages Of Consumer Panels:

They can provide detailed information about consumers' opinions.

Disadvantage Of Consumer Panels:

They can be time consuming, expensive and biased if some people in the panel are influenced by the opinions of others.

Observation:

This can take the form of :

• Recording:  For example, meter can be fitted to monitor which television channels are being watched.
• Watching:  Which includes such activities as counting how many different types of vehicles pass particular billboards .

Advantages Of Observation:

It is quite an inexpensive way of gathering data.

Disadvantages Of Observation:

This information only gives basis figures. It does no provide the business with reasons for consumer decisions.

Experiments:

An example of this type of research is where samples of new products are given out to consumers in supermarkets to taste, and then they are asked to say what they think.

Advantages Of Experiments:

They are relatively easy to set up, carry out and gather consumers' first reactions to the products.

Disadvantages Of Experiments:

• People might not give their real feelings so as not to offend you.
• A representative sample of consumers may not be asked, as only be people who shop in those particular supermarkets are asked.
• Many other potential customers may shop elsewhere and they will not be asked.

Whether questionnaires, interviews, consumer panels, observations or experiment are used to find out about a product or service depends very much on the type of product or service. Experiments are much easier to carry out with food products than with a service, while questionnaires can be used for most products and services.

Secondary Research:

Secondary research, or desk research, is the use of information that has already been collected and is available for use by others. This is either from internal sources or external sources.

Internal Sources Of Information:

A lot of information may be readily and cheaply available from the firm's own records. The type of qualitative information available will be from the sales department, which will hold detailed data on which brands of products have been selling well and in which area.

• Sales department sales records, pricing data, customer records,sales reports.
• Opinions of distribution and public relations personnel
• Finance department 
• Customer Service Department

External Sources Of  Information:

These are sources of information which are obtained from outside the company . These sources are many and varied and tend to depend on the type of product that is being researched. This type of data is inevitably of a general nature as it has been gathered for some purpose other than the research that is being undertaken.It can still be useful, as long as the limitations are taken into account when using the information.Examples of external sources of information include:

• Trade and employers' association
• Specialist journals 
• Research reports
• Newspapers
• Government reports and statistics 
• Media reports
• Market research agencies reports.

Government statistics are detailed sources of general information about such things as the population and its age structure. This is available in most countries.

Types Of Promotion

Promotion is used to support advertising and encourage new or existing consumers to buy the product. It  is used in short term to give a boost to sales, but it is not used over long periods of time. An example of this might be when a new chocolate bar has been introduced onto the market and is being advertised on television.In the shops where the chocolate bars are to be sold, free samples may be given out to encourage the customers to try the new chocolate bar and, if they like it, to become regular buyers.
There are several different types of promotion that can be used by businesses.

• Price Reductions:

Examples include reduced prices in shops and money off coupons to be used when a product is next purchased. Money off coupons are sometimes found on the bottom of leaflets, in newspapers or on the packet of the product itself, for example, $1.00 off you next packet. This encourages the consumer to try the product and hopefully become a regular customer.

• Gifts:                                                           

Sometimes small gifts are placed in the packaging of a product of encourage the consumer to buy it. This is often used with products like breakfast cereals and the gift are usually aimed at children. Sometimes coupons are put on the back of packets which have to be cut out and collected. When a specific number have been gathered they can be exchanged for a gift, Such as a book. If the item on offer is more expensive, the coupons may be exchanged for the item but  small additional charge may also have to be paid. Collecting coupons requires several packets of the product to be purchased before the gift can be claimed and so several packets of the product will be sold. The aim is that the customer may continue buying the product even after the promotion has ended.

•   Competition:

The packaging of a product may include an entry form which allows the customer to enter a competition. The prize is often an expensive item, such as a car. This again obviously encourages the consumer to buy the product.

• Point of sale Display and Demonstration:

Point of sale is the place where the product is being-usually a shop. In the shop, there may be a special display of the product. With some products it can be an advantage to show how they should be used  and therefore a encouraging customers to buy.

• After Sales Services:

With expensive products, like cars or computers, providing an after sales service can be a way of encouraging the customer to buy. They can be reassured that, if the product goes wrong in the first few weeks or months after they have bought it, they will be able to take it black and get it repaired with no additional charge to themselves. This may make the customers buy form a shop that offers an after ales service rather than from somewhere that does not.

• Free Samples:

This is most commonly used with products like food, shampoo and cleaning products. A free sample can be handed out in the shop to encourage the customer to try the product and hopefully buy it. Free samples can be delivered to people's houses-although this would not be to every person's house, just the neighborhoods that they think will buy the product. Free samples can also be given away with other products. For example, new washing machine often contains a free sample of washing powder.
The Advantages of Promotion:

• It can promote sales at times in the year when sales are traditionally low (off season purchases) 

•  It encourages new customers to try an existing product.

• It encourages consumers to try a new product.

•  It encourages existing customers to buy a product often or in greater quantities.

•  It encourages customers to buy a product instead of a competing brand.  

• Which type of promotion should be used?

When deciding which type of promotion (advertising and promotional methods) will be most suitable use for a particular product, the following points need to be considered.

• The stage of the product life cycle that has been reached: which stages of the life cycle require different methods of promotion? If the product is new and has just been launched, the advertising may be more informative, but if  the product is well established and is at maturity then the advertising may be persuasive. 
• The nature of the product itself: If the product is a producer good, the type of promotion that would be used when promoting the product to other producers will be quite different to the methods used with consumer goods. For example, money off coupons would not be suitable, but discounts when goods are purchased in bulk would be appropriate.Businesses would not be influenced by collecting money off coupons but they will buy in large quantities and will be influenced by a discount. A product sold to other businesses, for example a machine to wrap perfume itself, which will be bought by consumers. The advertising for the perfume will be persuasive.
• The advertising budget: if the business cannot afford a very high budget, this will limit the places where the business can advertise. If the budget is small, television advertising will not be possible. The number of times adverts appear in a magazine could be higher if the budget was larger. With only a small promotion budget, a business will need to plan very carefully where the money will be spent.
• The nature of the target market: whether it is local, national or international and its size- a local market will require different media to a national one or an international one.

Marketing Management Cycle

The marketing management Cycle is composed of four basic steps.

• Planning
• Implementation
• Monitoring
• Correction

• Planning:

First Planning is the process of examining and understanding the surroundings with which the organization functions. The planning stage also includes creating documents that outline the organization's intended response to there environmental variables.

• Implementation: 

Second, implementation is the process of putting plans that have been made into action. It is the transition from expected relating to existing reality.

• Monitoring:

Third monitoring is the process of tracking plans and identifying how plans related to charges that take place during program operation when more information is acquired. 

• Correction:

Last stage, in which we take action to return our plan to the desired state based ob feedback obtained in the monitoring stage. If we find that return to the planned state is not practicable, we may adjust our planning out comes. Thus monitoring and correction may be considered two stages because after plans are put into action. 
1. Translation Processing System:
The third subsystem is called the Target market.This section includes transaction processing systems.

2. Marketing decision Support System:
The fourth system is called marketing decision support system which is correlated to the TPS. This sector answers what if question for managers.